Quotation Stangl, Brigitte, Kastner, Margit, Prayag, Girish. 2017. Pay-what-you-want for high-value priced services: Differences between potential, new, and repeat customer. Journal of Business Research 74, 168-174.


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Abstract

This study contributes to the limited literature on the pricing method of pay-what-you-want (PWYW) in the context of a high-value service. The study evaluates the applicability and profitability of PWYW by comparing the minimum, maximum, and PWYW prices to traditional list prices of Europe's biggest dance festival (ImPulsTanz). Results from an analysis of secondary data from ImPulsTanz reveal a pricing structure mainly demographic-based. Survey results show that PWYW prices differ between three customer groups (potential, new, and repeat). Comparing potential, new, and repeat customers, the latter is willing to pay the highest prices. Despite all customers indicating their willingness to pay for the service, PWYW prices are lower than traditional list prices. Findings also confirm the existence of three segments of customers with diverse price consciousness and quality, and value perceptions. Implications for the pricing and promotion of high-value services using PWYW are offered.

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Publication's profile

Status of publication Published
Affiliation WU
Type of publication Journal article
Journal Journal of Business Research
Citation Index SSCI
WU Journalrating 2009 A
WU-Journal-Rating new FIN-A, INF-A, STRAT-B, VW-D, WH-B
Language English
Title Pay-what-you-want for high-value priced services: Differences between potential, new, and repeat customer
Volume 74
Year 2017
Page from 168
Page to 174
Reviewed? Y
URL https://authors.elsevier.com/a/1UcTtXj-jGKHA
DOI 10.1016/j.jbusres.2016.10.030

Associations

People
Stangl, Brigitte (Former researcher)
Kastner, Margit (Details)
External
Prayag, Girish (University of Canterbury, Christchurch, New Zealand)
Organization
Marketing DP (Details)
Research areas (Ă–STAT Classification 'Statistik Austria')
5307 Business and management economics (Details)
5320 Marketing (Details)
5321 Market research (Details)
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